BackLocal tongues lure viewers
YouTube said the watch time (including both videos and ads) was up 45% in July since the same time in 2019,The Taste of India campaign in Tamil by Amul topped the list with over 800,000 views, followed by Entri app (Malayalam) and Goodknight (Bengali)
PremiumAds in six regional languages made it to the list of top 10 most-watched commercials on YouTube India in the second half of 2020, the online video platform said on Friday, highlighting the preferences of Indian viewers. The ads were streamed in Tamil, Malayalam, Bengali, Marathi, Kannada and Telugu, YouTube’s first regional language Ads Leaderboard report for India said.
The emergence of such ads reflects the recognition by marketers that consumers are more likely to consider a purchase when they are reached in their mother tongues.
The Ads Leaderboard is a list of ads and promoted videos that engaged viewers, and is determined by an algorithm that factors in paid views, organic views and audience retention (how much of a video people watched).
YouTube said the watch time (including both videos and ads) was up 45% in July since the same time in 2019, with regional language content being one of the strongest drivers of this growth.
A Google/Kantar Video Landscape Research published in September 2019 said 93% of YouTube viewers prefer watching content in regional languages.
“Today, one out of three Indians consumes online video. YouTube’s appeal is in its ability to host a diversity of content, which includes languages, and build strong, authentic connections based on this. What’s heartening to see is that brands are being agile, and creating marketing assets especially to reach users in different languages," said Sapna Chadha, senior director of marketing for Southeast Asia & India, Google.
The Taste of India campaign in Tamil by Amul topped the list with over 800,000 views, followed by Entri app (Malayalam) and Goodknight (Bengali).
“Regional advertising and marketing promotions play a key role for us. In the last few years, we have taken key initiatives for the local markets. We have also decided to hire local creative agencies to create regional campaigns to maintain authenticity and effectiveness," said R.S. Sodhi, MD of Gujarat Cooperative Milk Marketing Federation, the owner of Amul.
Other key ads on the list include PNG Jewellers (Marathi), Byju’s Sudeep+Body ad (Kannada), Muhurat at home by Kalyan Jewellers (Tamil), Malabar Gold & Diamonds (Telugu) and Cadbury Celebrations Rakhi campaign (Bengali).
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